Meet Yan Ting, the dynamic Managing Director of Freshening Industries Pte Ltd, the company behind household names like Zappy. Since stepping into leadership, Yan Ting has played a pivotal role in transforming the brand from a local wet wipes manufacturer into a global player present in over 37 countries. Her forward-thinking mindset, rooted in innovation and quality, continues to shape the future of hygiene solutions both in Singapore and abroad.
Under her guidance, Freshening has not only expanded its product lines but also embraced a strong commitment to sustainability. From launching eco-friendly product ranges to building solar-powered facilities, Yan Ting leads with purpose—driving growth while staying true to values that matter in today’s world.
Freshening started with a simple yet game-changing idea: individually wrapped wet towels. What inspired that innovation back in 1994, and how did the market respond initially?
We started in 1994, so this marks our 31st anniversary. At the time, we introduced single-use sachets, like the ones commonly found in restaurants. In 1995, we were among the first to use foil packaging for wet wipes instead of plastic packaging, which were the norm back then.
That was a game-changing idea in Singapore’s wet wipes industry. Foil packaging not only looked aesthetically pleasing but also added a premium feel to the product. Crystal Jade was one of our first customers. This innovation also allowed us to open up export markets, as the individually wrapped format made international shipping and distribution easier.
Zappy has become a household name in Singapore. What are some of the key decisions that helped the brand gain widespread recognition and trust?
One key factor is our extremely strict quality control process. Since our products are built on efficacy, they must truly work. Quality control is crucial to us. We also focus heavily on innovation—every year we launch around 20 new products.
Marketing has been another major area of investment. I’ve personally put in a lot of effort to ensure the brand is visible and well-positioned.
Freshening now operates in over 37 countries. What are some of the biggest challenges and learnings in expanding internationally while maintaining product quality and consistency?
One major challenge is navigating the different regulatory requirements in each country. For example, wet wipes can be classified very differently depending on local regulations—especially if they are considered medical products.
So, we have to go through various certification and compliance processes. It’s also essential to find the right distribution partners who understand their local market and can help us facilitate compliance. Identifying trustworthy and capable partners has been a major challenge in our international growth journey.
One core value is to never stop innovating and never stop thinking. I constantly look for gaps in the market and lead the R&D team to develop new products that create value for the company.
Sustainability is an increasingly important topic in manufacturing. How is Freshening addressing environmental concerns, especially regarding wet wipes and packaging?
Sustainability has been a core direction for our company for many years. In early 2024, we launched our Ecosphere campaign. It ensures our products are developed using sustainable materials and manufactured responsibly.
Ecosphere includes a set of pillars that guide our product design and innovation—every new product must pass through these filters to ensure environmental friendliness. Last year, we launched a range of wet wipes made with 100% biodegradable materials and reduced plastic packaging.
We’ve also been actively attending courses on sustainable manufacturing and digital transformation to keep the entire company aligned. Even small actions from our staff can have a positive environmental impact, so we’ve made it a company-wide mission. Our new building is fitted with solar panels that generate enough energy to power over 80 households per year.
In fact, we saw the importance of sustainability as early as 2016, when we launched the Zappy All-Natural Biodegradable Food Contact Wipes. Made with all-natural ingredients and biodegradable paper, it’s now one of our top-selling products and was even featured in this year’s NDP goodie bag.
What leadership values or principles have guided you in building trust with over 5,000 establishments worldwide and leading a growing multinational operation?
One core value is to never stop innovating and never stop thinking. I constantly look for gaps in the market and lead the R&D team to develop new products that create value for the company. Innovation is at the heart of everything we do.
Your company has invested heavily in in-house R&D and quality control. Can you share an example of a product innovation or breakthrough that came from your team?
One of our biggest innovations was the launch of the Zappy All-Natural Biodegradable Food Contact Wipes in 2016 as mentioned. It’s still one of our top-selling products today. We haven’t seen many similar products in the market, and we’re proud that it continues to be a standout innovation nearly a decade later.
Another earlier innovation was our move to foil-packaged wipes back in 2005, which significantly changed how wet wipes were perceived and used.
What’s your vision for Singapore in the next five years?
I hope that every household in Singapore will have at least one Zappy product. That’s my dream—to reach every home. I also want Freshening to be a leader in sustainable manufacturing and green technology.
I’d also like to see stronger support for local SMEs in their digital and sustainable transformation journeys. There will be challenging years ahead due to many external factors, but I believe our government is doing a strong job navigating these complexities.
Looking ahead, I see Singapore moving deeper into sustainability efforts and technology adoption. I believe it will open up more opportunities for us both locally and internationally. The 2030 Green Plan remains an important guidepost, and AI will also play a bigger role across industries.
If you could have a superpower for one day, what would it be and why?
I’d choose the power of manifestation. Knowing exactly what you want and being able to bring it to life—that’s incredibly powerful. I believe clarity and manifestation are key to success.
